RC-F Launch


From the Asphalt Up

Automotive brands often develop performance vehicles by bolting performance onto a pre-existing model rather than designing it into the vehicle’s sole purpose.

With the RC-F, Lexus took a more authentic and committed approach by building an entirely new vehicle platform dedicated to achieving one thing:

The insight of FROM THE ASPHALT UP informed the reveal video by literally
revealing the vehicle one slice at a time from ground up. Each slice acts as a chapter or ingredient in the vehicles creation, offering the opportunity to create filmic vignettes/ cut aways for each slice of the vehicle revealed.

Created @ Team One

Produced @ AWhiteLabelProduct

Directed by Tim Richardson